Founded in 1991 in Israel and publicly traded on the NASDAQ (CTCH), Commtouch’s technologies help companies avoid the rising costs of email spam by constantly monitoring, identifying and blocking new malware attacks. To accomplish this, the company analyzes the distribution patterns of billions of email messages per month. That’s quite a job.
The new blog, called Commtouch Cafe, aims to “show the face & voice of the people behind Commtouchâ€™s technology; share the type of informal information that [they] are exposed to daily just wandering the halls here, that might also interest our partner community or other spam/virus fighters; and have some fun.” This blog is the place to go if you want to keep up on the latest reports, figures and developments in the world of spam and malware.
Now I know they are my clients, so you probably should take what I have to say with a grain of salt, but this move by Commtouch into the world of social media marketing is very impressive for the following reasons:
- Commtouch is publicly traded. Many publicly traded companies cite the complicated compliance issues of stock exchanges as reasons not to have a blog. Commtouch saw the value of becoming part of the online conversation, and overcame any obstacles that they may have faced in order to do this.
- They also launched with a new viral video. Not only did Commtouch launch a blog, but they combined it with the launch of a cute animated video they made that is now on YouTube. (The video is below.)
- The content is written with a web audience in mind. Big corporations often speak in long expanses of corporate speak. The posts on Commtouch Cafe are short and contain a lot of visuals, like video and images.
- They are an Israeli company. Big Israeli companies in particular are still staying away from blogging. A notable exception is Answers.com, a large publicly traded company with an obscure and hard-to-find corporate blog (if you look up Answers.com blog, you won’t find it): no.stupid.answers. This blog is also pretty good – short, useful posts about questions and answers.
Congratulations to Commtouch on their entry into the world of social media, and may this signal the start of a new trend among Israeli companies!
Here’s the Commtouch video: